The Impact of Social Network Marketing on Consumer Willingness for Brand Purchase, given the Mediating Role of Customer Engagement

Document Type : Original Article


1 Master of Business Administration, Marketing Orientation, Sari Branch, Islamic Azad University, Sari, Iran

2 Assistant Professor, Department of Management, Sari Branch, Islamic Azad University, Sari, Iran

3 Associate Professor, Department of Educational Management, Islamic Azad University, Sari Branch, Sari, Iran


Social network marketing, as a subset of social media marketing, is one of the innovative and groundbreaking marketing efforts in which consumers are engaged, instead of standing by and watching. This research is primarily concerned with the impact that social network marketing may have on consumer behavioral intention regarding foreign sportswear. This is an applied research conducted based on a descriptive, correlational survey design. The statistical population included potential customers of foreign sportswear brands, including Puma, Nike, Reebok, and Adidas. Of this population, a sample of 384 people was considered for this study. The required data were collected using a questionnaire. For test of the research hypotheses, regression model was used. The results indicated that social network marketing had significant effect on consumer behavioral intention and engagement. Customer/consumer engagement (CR), in turn, significantly influenced consumer willingness to purchase. In addition, consumer engagement mediated the relationship between social network marketing and consumer behavioral intention.


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